Coca-Cola recently came out top on a poll of the most popular logos in Britain, commissioned by label makers Avery UK. This is perhaps not surprising, given the brand’s “cool” reputation.
Other brands to make the cut included McDonalds, Cadbury, Apple, Nike, Guinness and LEGO. The research of 2,000 UK adults also found that 62% of respondents considered some logos to be “works of art” – such as Ferrari.
So why do we place such importance with a brand’s logo? The study found that a logo is often the first thing we notice about a product, and it’s also part of what makes us remember them – 46% said the logos are the most enduring aspect of a brand.
What’s more, people will often buy branded products over non-branded products. In fact, 33% will only buy from brands they are familiar with, and for 53% of respondents, familiarity makes them trust a brand more.
“The results clearly showed what a huge impact design and branding have in terms of persuasiveness, consumer trust and perception,” said Fiona Mills, marketing director for Avery UK.
So, what can you do to create a logo that sticks in people’s minds?
According to research from 99designs, many entrepreneurs are missing out on one very basic thing – and this is the benefits that colour psychology can bring to their brand.
“Research clearly shows consumers are heavily influenced by colour, and yet many entrepreneurs do little to no research when choosing theirs,” said Pamela Webber, COO of 99designs.
99designs analysed over 14,000 logos to find out more about colour psychology in logos, and discovered that the most popular colours for logos depends on the industry.
For example, blue accounts for around 60% of tech logos, which the business suggests is because it is associated with knowledge and trust – something innovative tech businesses would be keen to project. On the other hand, retail businesses are more likely to choose bright, attention grabbing colours, like red.
When choosing what colour is right for your business, 99designs recommending asking yourself six questions about your personality – how do you define your brand gender, tone, value, time, age and energy?
To help businesses with the psychology of colour, it has created a tool – input your brand personality, and see what colour it recommends.
Of course, you can also look at what other players in your market is doing – but what is right for them isn’t necessarily right for you. At the end of the day, you know your brand best, and it’s down to you to decide how to reflect it.
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